THE PRINCIPALS
The principals of Market Watch have the long term perspective and intuitive insight to find market solutions in an ever-changing market. They are specialists in residential, competitive, economic, and consumer research. The principals have a combined experience of more than 100 years in the industry, with senior positions held in major building and development companies as well as in research and consulting.
Victor H. Cooper
Mr. Cooper has been involved in marketing within the homebuilding industry since 1971. He has successfully developed product concepts, marketing strategies, merchandising programs, and sales plans for a diversity of projects ranging from high-density, urban mixed-use complexes to multi-phased master planned communities. He has provided marketing management for a number of major companies on a consulting basis, and has often acted as the team leader for the marketing team consisting of architects, planners, advertising and public relations agencies, interior designers, and merchandising specialists. Mr. Cooper’s primary areas of focus are on product determination, design development, marketing strategy, and marketing plan implementation. He also provides consulting services as a project facilitator, and has been involved in the entitlement process of new projects and in the negotiations of sales transactions of major land parcels.
Robert S. McFarland, M.I.R.M.
Mr. McFarland has served on the sales and marketing staffs of major homebuilding firms based in: Orange, Los Angeles, San Bernardino, and San Diego Counties. He also spent ten years as Senior Vice President of Market Profiles Incorporated, where he headed up consulting services for the company with respect to for-sale housing. Mr. McFarland was also a licensed subdivision appraiser. He holds a Bachelor of Arts Degree from the University of California at Santa Barbara, and is a member of the Institute of Residential Marketing of the National Association of Homebuilders (i.e., M.I.R.M.). Mr. McFarland’s experience in market areas throughout California has procured his involvement as a guest speaker or panelist for: conferences of the National Association of Home Builders, the Pacific Coast Builders Conferences, the keynote speaker for: the Building Industry Show’s Opening Breakfast Meeting in 1999, real estate classes at the University of Southern California and the University of California at Irvine, the Newport Mesa Board of Realtors, and an annual judge of architecture for the B.I.A. concerning new home projects located within Riverside and San Bernardino Counties. Mr. McFarland has authored several articles concerning the marketing of new homes for periodicals; and has been quoted by the Los Angeles Times and Orange County Register as an expert regarding market related trends in the housing industry.
Richard K. Tamura
Mr. Tamura has been engaged in homebuilding for more than 35 years. During his career, he has served both as a consultant to wide range of clients, including land owners, developers, builders, and lenders, and also as a marketing executive for several major homebuilding companies. His experience that combines the objectivity of an independent consultant with the knowledge of practical issues as a member of an in-house team provides Mr. Tamura with the foundation to analyze, design, develop, and implement creative, practical and cost effective marketing strategies. Throughout his career, he has been involved in projects that have ranged from small-scale, specialized products that are narrowly targeted to a large number of master planned communities that have broad consumer appeal. Recently, Mr. Tamura served as Director of Marketing for the 6,000-unit new urban master planned community of Playa Vista in Los Angeles. There, he provided marketing guidelines for the conceptualization and design of its variety of residential products and coordinated the communications efforts of the overall community and its diverse member building companies. This experience has led to his current focus on creating marketing and product strategies for new urban residential development.
Other Associates
The extended project team of Market Watch consists of specialists in the fields of marketing, financial analysis, and strategic planning. This ensure clients that services provided are the product of the most experienced and qualified personnel in order to maximize the development potential of the project. The company utilizes outside support staff resources that includes economists, field analysts, and technical specialists for the compilation of necessary background research information. Market Watch also has close working relationships with leading real estate firms specializing in architectural, land planning, engineering, advertising and public relations that can be called upon to complement other members of the development team when necessary.
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